BFX Studios Branding

Crafting a new fitness experience

We created a brand unlike anything else in the fitness industry—one free of gym clichés and sports metaphors.

The Challenge

Town Sports International is the parent company of New York Sports Club and Boston Sports Club. In 2013, they approached us to create the branding for an entirely new fitness studio. The challenge was to reach busy metropolitan professionals in an increasingly saturated boutique fitness market.

Our Approach

To determine the values, tastes and habits of the new brand's target audience, SMAKK conducted in-depth competitive research, audience interviews and brand workshops with key project stakeholders. Our findings led us to identify three key opportunities for market differentiation: luxury, comfort and innovation.


The result was BFX Studio, the Boutique Fitness Experience. An altogether new boutique fitness studio based on personal attention and premium services.

A simple, elegant suite of logos

BFX clients have access to three unique studios: Ride Republic, Private Sessions, and Master Class. We designed a logo for the parent brand along with accompanying marks to distinguish each studio. These icons are inspired by military badges, a nod to the elite instructors at BFX Studio.


Our team also created a complete brand messaging platform for both consumer-facing and internal communications as well as the content and social strategy for the brand launch.

Featured Work

Start a Project

Hi We're SMAKK.
We can get the ball rolling to help your brand